Continuous scrolling has arrived on Google for mobile. If you're searching in English in the U.S., you might have already noticed the change on mobile search engine results pages (SERPs). If not, then consider yourself warned.

Soon worldwide, the first page of Google will become four times longer. That means results will appear as you scroll for what was equivalent to four results pages. What could this update mean for your SEO efforts and your competitor research and why was it introduced to start with?

Let's dive in.